Using data analytics in between games
The matchday experience only lasts a couple of hours. However, collecting data on a daily basis, while keeping your fans engaged is the most important goal. But how do you do it?
Encouraging fans to become members is an effective way to acquire such information. To make an online membership attractive, engaging content is essential for collecting fan data. Exclusive material available only to members is a tried and true approach for enhancing fan engagement.
Through a membership like this, your club can learn more about the preferred video or interactive content of each fan persona. Moreover, when such a membership is connected with your ticket or merchandise store, your club can benefit from detailed purchase data of your fans i.e. what category of tickets they buy or what kind of merchandise is most popular within the fan group.
Clubs should gather information on their supporters’ habits, demographics, and match-day experiences by asking them to take surveys and engage in quizzes. Conventional surveys are still quite informative and definitely not a relic of the past. It has become even more crucial to focus on the opinions of fans about club developments. Understanding your fans and their needs in between games makes fans feel appreciated and engaged in the club’s decision-making process and development.
In our previous KNOW THE SCORE interview with Mark Bradley of The Fan Experience Company, Mark emphasised the importance of surveys.
“Feedback is another big area where digital is of great help. Unfortunately, it doesn’t happen often that clubs ask their fans for their feedback.”
Don’t lose that opportunity! Let your fans be heard, get their feedback, and transform it into beneficial data!